Shopify Transformation for a Niche Fashion Brand
Scaling an emerging label into a global-ready eCommerce experience
Client
The client is an up-and-coming fashion label focused on sustainable, small-batch clothing. While the brand had a loyal following through social media, their Shopify store wasn’t ready to handle larger-scale operations, influencer campaigns, or international sales.
Project Goals
What We Did
Theme Overhaul & UX Redesign
The brand’s previous theme felt generic and sluggish, especially on mobile. We began by selecting a base that supported Shopify 2.0 features, then developed a fully custom child theme tailored to the brand’s identity. Emphasis was placed on clean typography, muted color palettes, and a layout that made the products feel editorial.
Interactive components such as image carousels, hover animations, and full-screen video banners were added to capture attention. We also restructured the product grid and collection filters to guide users intuitively from discovery to checkout.
Speed & Performance Optimization
Slow loading was one of the main pain points for mobile shoppers. We tackled this by conducting a full Lighthouse audit. All unused apps and legacy scripts were removed, and image assets were optimized and served via WebP. We applied lazy loading to images and deferred non-critical scripts.
Third-party apps were reviewed one by one. For those we had to keep (like Foursixty or Klaviyo), we reconfigured them to load asynchronously. Together, these steps brought the homepage mobile score to green zone on Google PageSpeed Insight.
Performance Optimization
One of the most common issues with Shopify stores is the accumulation of heavy third-party scripts. Each app loads its own JavaScript files, many of which run on every page—even when not needed.
We audited all third-party scripts. Where possible, we replaced bulky plugins with native or lighter alternatives. For essential ones, we manually refactored scripts to defer loading, compress code, and remove unused features. Marketing widgets and pop-up platforms were the main culprits. After optimization, page load times dropped dramatically—especially on mobile.
Marketing & Automation
We connected Klaviyo to Shopify and built a series of automated flows: welcome series, abandoned cart, back-in-stock alerts, and post-purchase follow-ups. Using behavioral triggers and product data, each message felt timely and personalized.
Privy was used to create branded popups that matched the new design. Exit-intent campaigns offered time-sensitive discounts to reduce abandonment. Instagram feeds were integrated through Foursixty, creating shoppable galleries with real customer content. Support tickets were centralized through Gorgias, reducing first response time and improving CSAT scores.
Conversion-Focused Features
Modern shoppers expect more than just product listings—they want clarity, trust, and urgency. We implemented sticky add-to-cart buttons to maintain actionability throughout the scroll. Low-stock counters and estimated delivery timers were added near product CTAs.
Size guide overlays helped reduce sizing-related returns. Back-in-stock signup forms were shown on out-of-stock SKUs and connected to Klaviyo to notify interested users immediately when inventory returned.
Customer reviews were handled through Judge.me, with review snippets shown on collection and product pages, improving social proof and purchase confidence.
Conclusion
This case is a strong example of how a strategically executed Shopify build can elevate a niche fashion brand into a global-ready storefront. Through UX precision, smart integrations, and marketing automation, we created a fast, beautiful, and functional platform tailored to both storytelling and selling.
Want something similar?
Let us know — we’ll review, discuss and find the best soltuion possible for you